Peer Pressure (Branding?)

6th Grader Groms, Surf Brand Ambassadors

Have you ever experienced peer pressure branding?

Well, my family got a full dose of it last week.  We were invited to my 12-year-old son's first surf banquet, hosted by The Endless Summer surf legend Robert August at Quiksilver's® corporate headquarters in my hometown.

My son's coach engaged us with the first presentation of the evening about brand loyalty, and he expressed in an enthusiastic manner what surf brand we should wear, where we should buy our apparel and gear, what music to discover, and even which local restaurant we should visit regularly for breakfast.

As newcomers to this tight surf community, I was fascinated by the passion of my new surf family, and by the end of the evening, we were all serious brand ambassadors.

Afterwards, I paused and reflected on the chemistry, the response of my family, my new friends, and my new brands.  As a brand developer myself, a woman of 44 years, a wife, and a mom... how was I influenced?

Is it loyalty to the sport of surfing? Or to Huntington Beach?  Showing support and appreciation for my son's passion and school?  Or just a sense of a community and an opportunity to be part of an exclusive club.   Hmmmm... Probably all the above.

So it's true, brand ambassador programs are powerful and can increase brand loyalty and sales overnight, as well as into the future.

For example:
Real cowboys ride horses in Wranglers ®.
Pretty yogis do downward dog in Lululemon ®.
Younger successful men drive to work in Teslas ®.
Trendy professionals take notes in Moleskine ®.

Well, now my family wears Quiksilver, drinks True Leaf, eats breakfast at Sugar Shack, dines at Duke's, shops at Huntington Surf & Sport, and listens to a reggae band called Cali Conscious.  🙂

Do you have a brand ambassador program that is nurturing long term revenue?
Any type of business can have one.
Ask me how.

Christina M. Haakenson
Founder & Brand Strategist

Christina Haakenson


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